The Sell with Story Guide™

Your story is the most powerful factor in

selling your stuff.

This guide is going to be short and helpful.

(We all hate those long ego-driven eBooks, that no-one ever reads.)

There is no fluff in this puppy.

I’ve designed it to help you identify and create a signature story that
actually sells.

Some of the challenges when it comes to telling stories that sell are:

1 You might feel like your stories aren’t good enough

2 You might feel like you don’t have enough stories or

the right ones

3 You don’t know how to tell your story in a way that

captivates your audience and actually leads to sales

1
I totally get it.

Before I created this process I had no idea how I could use my

stories to powerfully and effectively sell my stuff through speeches,
webinars, videos and Facebook™ LIVES.

My clients, who go through the Sell From Stage Academy, have

learned this process and have used it. Some of them have even sold
on stages and webinars and made some serious dollars.

For example, the Tag Team Party Peep Girls recently spoke at a
conference and used this process, resulting in $60,000 in sales from
a 2-hour talk. (Not bad for their second time selling on stage.)

Or Sigrun who used my process to sell at her live event and made
$170,000 in two days.

So let’s help get you over the challenges when it comes to telling
your stories that sell so that you can start helping more people and
make some serious moolah — that’s money :-)

2
The 3 Big Principles

1 Stories speak to our subconsciousness

The first reason why stories sell so effectively is because
we are neurologically wired to turn off our rational
conscious brain (think ‘yeah, but…’) and subconsciously
go on the journey of the story. The obvious reason
for why this is so powerful is because when you’re
delivering your presentation, your audience stops
coming up with all the reasons why they might not
engage in your ideas or services. This subconsciously
allows them to journey with you.

2 They don’t listen to your story

The second reason why stories are so effective is that
no one is really listening to the story that you’re telling.
I know this sounds weird, but when you tell your story,
they don’t hear your story; they hear their story. The
whole time you’re speaking, their subconscious mind
is working hard to find emotional and experiential
connections with your story. The power of this means
that your listeners connect with you on a deeper level
and resonate with your content. If they resonate with
your content, then they will most likely resonate with
your offer.

3
 3 Stories transfer beliefs
Your signature story is designed mainly to transfer a
belief or epiphany that the audience must believe in
order for them to say yes to you, themselves or the
offer. Every story you tell must have the purpose of
moving the prospect towards either connecting with
you as the credible guide, empowering them to believe
that they can get results or showing them how the
vehicle that you are offering is the right fit for them.

Okay, you now know the concepts — let’s get into the
‘practicals and tacticals.’

I’m going to assume here that you have something to sell.

Most of my clients who do Sell From Stage Academy will be
selling their expertise through an online program, speech,
coaching service or mastermind.

Like I said, this guide is designed for you to create stories

that sell. The stories are not just for telling on a Friday night
at the bar; they are for empowering the right clients to say
‘YES’ to your offer.

Are you cool with that?

The Big Question you must answer is…

“ What is the belief or epiphany that the audience must

have about the vehicle I’m offering in order for them
to know that it is the right choice for them? ”

4
I’ll give you an example.

When I’m selling Sell From Stage Academy, the one epiphany that people must have
before they join the program is realising that ‘learning how to speak on leveraged
platforms in a way that sells their stuff (without coming across pushy) is the fastest
way to grow their expert business.’

I’ll usually tell a story about a speech I did several years ago where on top of my
keynote fee, I was given the opportunity to sell on stage. I ended up making 25
times my fee in my 30-minute keynote! That’s six-figure result in under 30 minutes.
It literally changed my life and perspective on speaking. This then led me to do this
presentation on webinars and videos which eventually allowed us to make millions
in online sales.

When I tell this story, I make sure to not position myself as a ‘sales-y’ flake or as some
‘legend’ that makes easy money whenever I want. My story authentically presents
the struggle, the uncertainty and the challenge that I experienced coming into this
presentation. This allows the audience to connect with the human side of me.

In fact, when I tell a signature story, there are three key elements I recommend that you
include.

5
The 3 Key Ingredients of
Signature Stories

1 Vulnerability
When you are vulnerable — in other words, you allow the audience to
hear a story that shows your frailty as a human being — it will instantly
create connection. The way social media is moving these days suggest that
this principle of vulnerability is one of the driving forces success on these
platforms. People need to know that you are real. They don’t follow robots ;
they follow people. Show them you’re a person.

2 Challenge
The second ingredient that’s important for a signature story is showing the
audience that you experienced difficulty or resistance in achieving your goal.
When something appears too easy for someone, the audience will reject it
and feel like it’s not going to happen that easy for them.

6
3 Victory
The third ingredient is to show the win. A story without a sense of victory or
overcoming is really just a whole lot of drama. When you can tell your story
in a way that shows you’re human — that you experienced challenge but
eventually overcame it to now live in the victory — it touches on all of the
human emotions needed to transfer the belief you’re intending to install in
your audience’s mind.

Let’s create YOUR

signature story….

1 Firstly, you need to answer this question.

Based on your offer (what you’re selling)…

“What is the belief or epiphany that the audience must have about the
vehicle I’m offering for them to know that it is the right choice for them?”

(BTW — the vehicle is the mechanism, process, product or resource that

your’e offering to achieve the result. For example: dietary supplements,
life coaching, personal training, an online course teaching a specific skill, a
resource package on a specific topic etc. It’s basically what you believe is the
secret to getting the result thay want.)

Write your answer here:

7
2 What experiences have you had that could tell the story of how you came
to this belief? What experiences impacted you and caused this epiphany?

Write your answer here:

3 Practice telling your story in a way that encapsulates vulnerability, challenge

and victory.

8
Now, I want you to take action!

Get on the Facebook™ or Instagram™ and tell your signature story on a ‘LIVE’.
Or if you have a speaking engagement, webinar or workshop coming up, make
sure to tell it there! I want you to notice the response that people give you.

Here is a really simple template to use for your next Facebook™ or Instagram™
LIVE:

1. A friendly greeting
2. Tell them the purpose. For example: “I want to share with you one belief
shift that I made, which quite literally transformed my results in X”
3. Go straight into your signature story. Don’t tell them you gonna tell them a
story. Just start your story. For example: “I was 14 years old and I was
camping in the forest….”
4. Re-state very clearly the belief you are trying to transfer. For example: “The
reason why I’m sharing this story is because X”
5. Ask them, “How do you relate to my story?”
6. Give a call to action. This could be:
a. Asking them to “comment down” about how the story is relevant
b. Directing them to a URL to download a template or guide for free
c. Asking them to complete a survey
d. Something else that you want them to do next

9
Now get into it! I trust this helps.

Kind Regards,
Colin “Sell From Stage” Boyd

P.s. When you’re ready, there are two ways you can get more cool stuff
from me…
1. Join the Expert Edge Facebook Group where I post new content
and ideas for building your expert business.
2. Register your interest for the next intake of Sell From Stage
Academy. This program is designed to help you, as the experts ,
speak in a way that sells the stuff (without being pushy or sales-y)
so that you can make more sales and have more impact. It’s pretty
rad and it works.

www.sellfromstageacademy.com/waitlist

COLIN BOYD
Colin is obsessed with helping experts and entrepreneurs
sell from stage in a non pushy or sleazy way. He is a CSP
and keynotes at conferences around the world on topics
such as persuasive communication and selling ideas. His
clients include Coca Cola, Suncorp, Fuji Xero and Hewlett
Packard.

He runs high-level mastermind programs for speakers

and content creators. And delivers his signature program
“Sell From Stage Academy” which helps people turn every
presentation into a money making machine He lives in
Newport Beach, California with his wife and two crazy kids.

© OXYGEN CONSULTING LLC 10